SMS For Email Service Providers Webinar
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The document presents insights on integrating SMS and email for marketing, emphasizing the importance of a mobile mindset and various implementation strategies. It includes data on the growth of mobile, social, and email markets, as well as guidelines for optimizing SMS/email campaigns. Key takeaways include best practices for integration, compliance, and the necessity of analytics for maximizing return on investment.
SMS For Email Service Providers Webinar
- 1. Waterfall Industry* Insights * SMS For Email Service Providers Kane Russell, VP of Marketing Waterfall Mobile
- 2. The Waterfall Platform Waterfall Mobile Corporate The Waterfall Platform ๏ Founded August 2005 ๏ New updates available @ waterfallmobile.com ๏ Offices in SFO (HQ), NYC & Austin ๏ Mobile personalized engagement ๏ Backed by Vista Equity Partners ๏ Custom application development ๏ Cross-channel mobile & social CRM via SMS, ๏ Short code provisioning, certification MMS, QR Codes, IVR, Facebook & Twitter & audit management
- 3. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
- 4. SMS & Email Integration Businesses that have integrated SMS and email Yes No 43% 57% Source: Strongmail, 2012
- 5. Digital Marketing Growth in the U.S. U.S. Mobile, Social & Email Market Value ($s in millions) CAGR Mobile marketing $13,232 32% Social media marketing Email marketing $11,274 $9,150 $8,237 38% $6,998 $7,057 $5,697 $4,896 $4,238 $3,242 $2,777 $4,995 26% $4,217 $1,652 $3,453 $2,760 $2,119 $1,590 $2,262 $2,468 10% $1,510 $1,694 $1,875 $2,066 2011 2012 2013 2014 2015 2016 Source: Forrester, 2011
- 6. Digital Channel Reach SMS FB News Feed Emails Tweets Viewed Opened Viewed Opened 98% 16% 12% 29% Source: Mashable, 2012
- 7. Digital Channel Immediacy SMS messages Emails opened within opened within 3 minutes 6 hours 98% 50% Source: Mashable, Mass Mailer, 2012
- 8. Digital Channel Visibility Avg # of times FB users who People who people check log in minimum check email more their phone daily once per day than 4 times daily 150 58% 43% Source: Mashable, Hubspot, 2012
- 9. Approach To Email & Mobile Integration Use mobile optimized web pages 32% Capture mobile number during email sign up 25% Use mobile optimized templates 22% Cross-channel email and SMS 21% Source: Strongmail, 2012
- 10. From Multichannel To Cross-Channel Channels } Channel Channel CONSUMER } Brand CONSUMER Channel Brand Multichannel marketing CRM is the Cross-channel marketing CRM places use of different and disparate consumers at the center of the channels to simultaneously push the conversation, targeting messaging based same message to the consumer. on channel preference and permission.
- 11. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
- 12. The Choice Buy ESP purchases SMS capabilities from a vendor and integrates into an Build email platform via API. ESP creates an SMS enhancement to an email platform platform using in-house resources.
- 13. Total Cost Of Ownership (TCO) All of the following are crucial for an effective integrated email/SMS solution: Software Compliance Support Innovation Analytics Speed to market Sales expertise
- 14. Risks Of Ignoring TCO TCO Factor Ignorance Risk Software Non-competitive short-term solution. Compliance Legal fines and fees. Support Unprofitable SMS and email integration. Innovation Non-competitive long-term solution. Analytics Unable to compute ROI. Speed to market Customers switch vendors. Sales expertise Insignificant revenue increase from integration.
- 15. Proper TCO Approach To Maximize ROI TCO Factor Approach Software Think business model / core competence first. Compliance Acknowledge as a full-time job. Support Develop portfolio of mobile-specific resources. Innovation Take a long-term view. Analytics Share insights from email and SMS. Speed to market Minimal hassle scalability is crucial. Sales expertise Be prepared to talk the talk.
- 16. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
- 17. Short Codes 1. ESP should select and provisions its own dedicated short code. 2. During the 8-10 week provisioning process, ESP uses a vendor or aggregator shared short code for testing. 3. Once live, ESP packages and sells campaigns on the ESP’s dedicated short code to its clients. 4. ESP develops necessary infrastructure to offer and manage a dedicated short code for high volume clients.
- 18. Keyword Lookups An example keyword lookup interface. As the user adds a letter to the keyword, the system automatically updates to inform the availability.
- 19. Mobile Subscriptions Toggle Single opt-in where end users Double opt-in where subscription does subscribe simply by texting the not occur until after the end user has keyword ATTSHOUT to the short taken an additional action, in this case code 44144. replying “Y” to an SMS prompt.
- 20. Basic Text And Dynamic Content Static Content Dynamic Content (e.g. Basic Text Response) (e.g. Dealer Locator) Process: content creator sets content; user Process: content creator sets content; content requests content; content sent to user. connects to external data source; user requests content; application requests information from external data source; content delivered to user.
- 21. List Management 2 1 3 4 1 Keyword filtering 2 Metadata selection 3 Targeted blasts 4 Subscriber numbers
- 22. Analytics 1 3 2 5 4 1 MTs 2 Delivery 3 MOs 4 Clickthrough 5 Export
- 23. Tactics Customer Acquisition List Management Product Development Start by providing current Offer solutions not Sync subscriber lists with customers with an upsell officially released within appropriate batch cycle into their account the user interface
- 24. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
- 26. Heineken: Online Opt-in Takeaways Do • Integrate SMS/Email Sign Up • Include metadata collection fields • Respond immediately Don’t • Disregard the importance of sign up incentives
- 27. PETA: Text “Y” Action Alerts
- 28. PETA: Text “Y” Action Alerts Takeaways Do • Channel optimization • Metadata integration Don’t • Forget to communicate results or outcome
- 29. Example: Results Communication Text
- 30. Constant Contact: Crawl-Walk-Run Takeaways ... Do • Drive participation with non-monetary and monetary incentives Don’t • Fail to promote across channels
- 31. Constant Contact: Crawl-Walk-Run Takeaways ... Do • Integrate features over time Don’t • Risk losing momentum
- 33. Bronto: User Interface Takeaways ... Do • Focus on the intuitiveness of the user interface Don’t • Fail to provide mobile- specific content and resources for your customers
- 34. Art Of The Call To Action Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI. http://artofthecta.com/
- 35. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case Studies 5. Takeaways
- 36. Four Steps To Effective Email + SMS 1. Implement 2. Integrate 3. Interact 4. Iterate
- 37. Discussion For more information visit www.waterfallmobile.com Further industry insight available on our blog @ blog.msgme.com More resources @ http://bit.ly/mobileindustryguides